The Rise of Made in Saudi: Expanding Local Production of Sanitaryware and Tiles
- brg_news_room
- 19 hours ago
- 5 min read
Saudi Arabia is increasingly positioning itself as a regional hub for sanitaryware and tiles manufacturing, supported by localization policies, industrial investments, and rapidly expanding construction activity across the Kingdom. This transition closely aligns with the Kingdom’s “Made in Saudi” initiative, launched in March 2021 under the National Industrial Development and Logistics Program (NIDLP). The program forms a central pillar of Vision 2030’s industrial diversification strategy, with the Kingdom targeting non-oil exports to account for 50% of non-oil GDP by 2030.
The urgency behind localization has intensified in recent years. Global supply chain disruptions, the Red Sea shipping crisis, the Russia-Ukraine conflict, and Middle East conflict, highlighted the risks associated with excessive import dependence and long international procurement cycles. For the construction sector, where project timelines and material availability are increasingly critical, these disruptions highlighted the limitations of relying heavily on overseas suppliers.
At the same time, Saudi Arabia’s construction sector is expanding at an unprecedented scale. With millions of new housing units planned under Vision 2030 and major developments such as NEOM, The Red Sea Project, and Diriyah Company driving material demand, developers are increasingly prioritizing suppliers capable of ensuring stable delivery timelines, local inventory availability, and stronger after-sales support. As a result, localization is no longer viewed solely as an industrial policy objective. It is increasingly becoming an operational necessity.
Trade Policies Support Domestic Manufacturing
For years, ceramic sanitaryware imports from China and India dominated Gulf markets due to competitive pricing and large-scale manufacturing capacity. However, regional trade policies have started reshaping the competitive landscape.
The GCC’s decision to impose anti-dumping duties on ceramic sanitaryware imports from China and India marks an important step in supporting regional manufacturing. Announced in June 2025, the duties will remain effective for five years from July 8, 2025, with tariff rates ranging from 33.8% to 51% on Chinese products and 21.4% to 83.4% on Indian exports, depending on the manufacturer and product category. This measure reflects growing efforts across the Gulf to reduce pricing pressure on regional producers while encouraging greater investment in domestic sanitaryware manufacturing.
The timing of these measures coincides with rapidly expanding construction activity across Saudi Arabia. As project timelines become tighter and procurement requirements more complex, developers are increasingly prioritizing suppliers with local manufacturing presence and stronger supply chain capabilities. As a result, sanitaryware sourcing decisions are evolving beyond price alone, with logistics reliability, delivery responsiveness, local inventory availability, and project servicing capability becoming increasingly important for large-scale developments.
International Brands Expanding Local Presence
Saudi Arabia’s growing manufacturing importance is attracting international sanitaryware brands seeking stronger regional production capabilities. Localization strategies in Saudi Arabia are not designed to exclude international players. On the contrary, they are structured to encourage collaboration. The focus is on bringing global expertise into the local market while building domestic capabilities that can sustain long-term growth and serve the wider GCC region.
In February 2024, GROHE and Zamil Plastic Industries opened a new concealed cistern manufacturing facility in Saudi Arabia. The plant represents GROHE’s first manufacturing facility in the Middle East and reflects the company’s broader strategy of aligning with Saudi Arabia’s localization ambitions. The facility has an annual production capacity of 300,000 concealed cistern units. The plant combines German manufacturing technology with Saudi-based production and is designed to support both domestic and regional demand.
Alongside sanitaryware brands, ceramic tile manufacturers are also expanding into bathroom and sanitaryware production within the Kingdom. One of the most notable examples is Wangkang Saudi Ceramic Co., established in Yanbu Industrial City in 2018. Building on its tile manufacturing base, the company has recently expanded into ceramic sanitaryware production.
RAK Ceramics signed a Conditional Investment Agreement with the Royal Commission of Jubail & Yanbu, stipulating the allocation of Yanbu land for the setup of a tiles manufacturing plant in Saudi Arabia.
The significance of this investment extends beyond production capacity alone. It demonstrates how Saudi Arabia is increasingly being viewed not only as a high-demand sales market but also as a manufacturing base capable of supplying wider Middle East markets.
At the same time, international bathroom brands continue strengthening their commercial footprint within the Kingdom. Kohler recently launched its first signature store in Saudi Arabia, while JOMOO opened its first and largest flagship showroom in the Kingdom, reflecting growing confidence in Saudi Arabia’s long-term construction, hospitality, and premium residential sectors. At the same time, regional players such as RAK Ceramics continue reinforcing their position within the Saudi market through industry events like Saudi Build 2025, while the opening of new LAUFEN showrooms across the Gulf highlights the broader momentum toward specification-driven sales channels and premium bathroom solutions in the region.
Local Manufacturers Continue Expanding Production
Alongside international investments, local manufacturers continue playing a central role in Saudi Arabia’s sanitaryware ecosystem. Local players account for the majority of the Saudi market. Saudi Ceramics operates the Kingdom’s largest sanitaryware factory, with its second sanitaryware factory established in 2016. The company produces a wide range of sanitaryware products with an annual production capacity of approximately 3 million sanitaryware pieces.
Other domestic brands such as Casavia, Alfanar, Future, and Porsalina are also strengthening local sanitaryware manufacturing capabilities as demand for Saudi-made products continues rising. These companies are increasingly benefiting from localization requirements tied to government-backed housing developments, commercial projects, and institutional tenders that prioritize locally manufactured products.
Outlook for Local Manufacturing Expansion
Saudi Arabia’s push toward local manufacturing is no longer being driven through policy alone. Increasingly, localization is also being enforced from the demand side through government-backed projects, procurement frameworks, and institutional purchasing requirements. Large-scale housing developments, commercial projects, hospitality investments, and public infrastructure projects are increasingly prioritizing locally manufactured products within tendering and procurement processes.
Localization is expected to become more deeply integrated into procurement ecosystems as Vision 2030 projects accelerate. Developers and institutional buyers are placing greater emphasis on supply chain reliability, local value creation, compliance with Saudi standards, and faster product availability, reducing dependence on imports.
As giga-projects, infrastructure developments, and nationwide housing initiatives move forward, localization is evolving beyond a policy objective into a long-term transformation of the construction supply chain. The growing presence of domestic manufacturers, regional suppliers, and international companies establishing local production facilities is strengthening Saudi Arabia’s position as a major future manufacturing hub for sanitaryware and ceramic building materials in the Gulf region.
Ishu Dhani
Source: BRG Research
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